Not gonna lie, we’ve been trying to find a good article about Account-Based Marketing (ABM) for a minute, so we were hype to find this Read. ABM isn’t exactly a new concept, but it’s been repackaged recently and catching some attention — mainly because it works. If we had to put money on it, we’d say it’s going to be a tactic that many B2B companies will be using in the near future.
If you need a refresher, ABM is about identifying companies you want to work with and using a multichannel approach to reach the entire buying committee, rather than one person.
Think of it like the difference between fishing with a net and fishing with a spear. Inbound marketing is like fishing with a net — you throw the net out and grab a bunch of leads. ABM is like spear fishing — you identify the fish (lead) you want and go after it.
Creating an ABM campaign requires that you get personal with the company you want to work with. What is their specific challenge, and how can you solve it better than your competitors? Once you’ve got that figured out, create your campaign for that company. Use LinkedIn, Facebook, email, Adwords, or whatever platform it takes to get in front of that company’s buying committee.
The best part is that when you do ABM in conjunction with inbound marketing, it’s crazy effective. Today’s Read breaks it all down.